"I want to deliver $1 of value if you want to spend $1, I want to deliver $10 of value if you want to spend $10."

- EA CEO Andrew Wilson

Last month, EA launched a new subscription program called "EA Access" which allows players to pay a flat monthly fee and gain access to (so far) four of its Xbox One games: Battlefield 4, Madden 25, Peggle 2 and FIFA 14.

In a new interview with GamesIndustry.biz, CEO Andrew Wilson says that realities of today's game market make it essential to give players different ways to engage with its catalogue of games.

"Back in the day it was all about delivering $60 of value; now, I want to deliver $1 of value if you want to spend $1, I want to deliver $10 of value if you want to spend $10," Wilson says.

The "digital transformation" means "we don't need to guess what players want any more," Wilson says. But one thing he has learned is that players want options. It's not about a single business model, but choices.

"I've moved from a belief that there will be one access model to rule them all, to the belief that our objective as a company is to provide access to our entertainment in ways that make sense to the growing population of players," Wilson says.